Local Interactive Strategies

Exploring ad networks for local news blogs

I’m on a very cool project with the Chicago Community Trust to figure out whether (and if so, how) to create an ad network to support local online news outlets around Chicago.

I’ve been in touch with five local ad networks around the U.S., which have been extremely generous in sharing their experiences. Each one has its own unique approach, which I find fascinating, since it means they’re each pioneering a model. They are:

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This looks like a great project, Joe. Have you encountered Cory Bergman’s work with his nextdoormedia in Seattle? His network is, I think, self-contained among the various neighborhood blogs he and his wife are overseeing, but perhaps helpful to what you’re doing.
Cheers,
Bill

Yes, I interviewed a Seattle hyperlocal blogger who is a member of Nextdoor as well as the InstiAds network. My impression is Nextdoor is more of a content network than an ad network – Nextdoor has partnered with the King5/Times network for the ad aspect. For this project, the idea is to focus outside the “legacy media company reaches out to local blogs” trend – which is certainly interesting but doesn’t go to what CCT is exploring.

About Local Interactive Strategies

Local Interactive Strategies consultancy helps turn interactive media into a business – a challenge facing both legacy media companies and entrepreneurial startups.

Often local media companies are hobbled by:

Too many ideas

Not enough action

Too much unfocused action

Competing priorities

Lack of data about best practices

Organizational misalignment

Local news startups often face:

Limited resources

Limited business background

Little knowledge about advertiser needs

Few contacts among similarly focused efforts

The solutions for legacy media and startups are obviously quite different. In the case of existing media, the solutions often involve clarity of vision, organizational alignment, some training and coaching. For startups, it might take some basic training, business planning, network-building and product focus.

This blog is intended raise up those topics, share ideas and hopefully provoke some discussion — whether here or in your organization.

It’s written from the perspective of those in leadership positions in local media whether publishers, newspaper editors or startup solo journalists. The idea is to share information and ideas that are actionable right now, with not a lot of blue-skying.

Local Interactive Strategies LLC is headed by Joe Michaud (more about Joe) and is part of a network of experts in recruiting, design, technology, multimedia journalism, product development and sales training.